PR Strategy: How to Create One and 13 Proven Tactics with Examples

Public relations is all about shaping how people see your brand. A well-thought-out PR strategy helps raise awareness, build trust with your audience, and safeguard your reputation when it matters most. In this guide, you’ll get a clear look at what a PR strategy actually is, why it’s important, how to create one, and then explore 13 effective tactics — each with real examples to help you strengthen your brand’s public image.

 

What Is a PR Strategy?

A PR strategy is your big-picture plan for how you want people to see and understand your brand. It helps you define your goals, figure out who you need to reach, shape the messages you want to share, and choose the best ways to get those messages out. In short, it’s your roadmap for managing communication and building a strong public image.

It’s also helpful to separate strategy from tactics. The strategy sets the direction and connects to your overall business goals. Tactics are the specific things you do to bring that strategy to life. So, if your goal is to position your company as a thought leader, one tactic might be publishing original research or insightful whitepapers that highlight your expertise.

Why a PR Strategy Is Vital for Your Business

A strong PR strategy isn’t just about generating goodwill — it’s a focused plan that helps drive real business results.

Reputation with purpose. When you define your core messages and choose the right channels, you build trust where it counts. Consistent communication shapes how people see your brand and protects its value over time. For context, 42% of people say they trust press releases more than other types of content.

Be ready when things go wrong. A good strategy includes a crisis plan: who’s doing what, how messages get approved, and how fast you can respond. If bad news hits, you don’t scramble — you follow the playbook and use the moment to reinforce your strengths.

Visibility that delivers.  Instead of chasing coverage at random, you map out your media targets, events, and spokesperson opportunities. That kind of structure leads to results — like more leads or partner interest. PR from trusted outlets often drives three times more engagement than paid ads.

Better media relationships. A thoughtful strategy helps you connect with journalists and influencers in a meaningful way. When you pitch the right stories to the right people, coverage becomes more frequent — and more positive. No surprise that 78% of journalists say they prefer clear, relevant story ideas from PR pros.

Real audience connection. Whether it’s through social posts, expert articles, or direct conversations in user forums, a clear PR approach helps you open up dialogue. 

Bottom line? PR isn’t just about being seen. It’s about making sure everything you say and share supports your long-term goals — so trust turns into real growth.

Related Content: B2B PR Complete Guide: Best Public Relations Strategies for B2B

How to Create a PR Strategy: 8 Steps

Creating a PR strategy means thinking through how you’ll manage communication at every stage. Here are the core steps to help you build a clear and effective plan.

1. Set Clear Objectives

Decide exactly what you want your PR efforts to accomplish. Use the SMART method: your goals should be specific, measurable, achievable, relevant, and time-bound. Are you trying to raise brand awareness, improve your reputation in a certain market, or generate new leads?

For example, your goal might be to boost positive media mentions by 50 percent over the next year or grow your social media audience by 10,000 followers after a major campaign. Clear goals give your PR team focus and direction.

2. Identify Your Target Audience

Figure out who you’re trying to reach. It could be potential customers, investors, industry experts, or the general public. If you’re speaking to tech-savvy teens, quick, creative TikTok videos might work best. If your audience is made up of executives, LinkedIn articles and case studies could be more effective. Tailoring your content to your audience ensures it actually gets noticed.

3. Research and Analyze

Take time to understand your current position. What’s the public saying about your brand or your competitors? Where are there opportunities to get noticed? Look for relevant blogs, publications, podcasts, or events where your voice could fit. Also, be aware of any negative perceptions you may need to address.

These tools make it easy:

• Google Alerts – Get free email alerts whenever your brand is mentioned online.
• Brand24 – Deep-dive monitoring of social media, blogs, and forums (especially strong for Russian-language mentions).
• SEMrush Brand Monitoring – Track share of voice, mentions, and emerging trends in one dashboard.
• Feedly – Aggregate and organize updates from top industry blogs.
• Listen Notes – Search for podcasts that match your keywords—perfect for guest-appearance scouting.
  

4. Craft Your Key Messages

What are the main ideas you want people to associate with your brand? Your messages should highlight your strengths and clarify any misunderstandings. Keep them simple and consistent, so everyone on your team communicates the same story.

For instance, a cybersecurity company might lead with the message: «Protecting customer data is our top priority».

5. Choose PR Channels and Tactics

Once you’ve nailed down your messages and audience, pick the best places to share them. This could include media outlets for press releases, social platforms like LinkedIn or TikTok, your blog, industry podcasts, webinars, or live events.

Plan your tactics for each one. Maybe posting short videos on TikTok, publishing articles on your blog, or hosting a panel at a major conference. Go where your audience already is. If they’re mostly online, focus on digital. If they’re local, consider community-based PR.

6. Plan Your Activities and Timeline

Create a calendar that lays out when each activity will happen. This could include quarterly press releases, a product launch event, or regular content drops on social media. A timeline helps keep your PR efforts steady and strategic, rather than reactive.

7. Prepare for Crises

Think ahead about what could go wrong and have a plan in place.

➤ Spokesperson: e.g., VP of Product Safety;

➤ Key Messages: «We take safety seriously», «We’re investigating»;

➤ Tactics: Pitch to TechDaily/GadgetNews, update blog FAQ, post a LinkedIn video within 2 h.

Being prepared saves time and keeps your response calm and effective.

8. Measure Results and Adjust

Think about how you’ll know if your PR work is actually paying off. We’ll get into the details of useful metrics later, but for now, the main idea is to keep an eye on your results. If something’s not working — say, your press releases aren’t getting picked up — it’s worth stepping back and rethinking your approach. PR isn’t something you set up once and forget. It’s something you keep fine-tuning over time.

By going through these steps, you’re laying out a clear and realistic plan for your communication efforts. Next, we’ll look at the tools and tactics that can help you put that plan into action.

13 Best Public Relations Tactics with Examples

Once your strategy is set, the next step is to focus on the practical side. Here are 13 public relations tactics you can use to bring your plan to life, with examples and useful tips for each one. They cover everything from classic earned-media opportunities like podcast interviews and expert roundups to more current methods such as interactive campaigns on social platforms.

The best approach usually involves combining a few of these, depending on your goals and who you’re trying to reach.

1. Develop a Clear Communication Strategy

This first step is about making sure your communication planning is solid. You need a clear, written plan that everyone on your team understands. It’s the base for all your PR efforts.

A useful tool is a simple worksheet where you list your different audiences, what you want to tell them, any challenges they might have (like confusion or lack of knowledge), and what result you’re aiming for. That could be changing how they see you or encouraging them to take action.

Tailoring your message matters. What you say to investors about your company’s stability won’t be the same as what you tell customers who just want a product they can trust.

✅Quick tip: stay consistent. Everyone who speaks on behalf of your brand should use the same key messages. Mixed signals can cause confusion and hurt your credibility. A short internal guide helps the whole team stay aligned.

Example: Imagine a new tech startup aiming to be known as a forward-thinking player in its field. Its communication might focus on phrases like “We’re changing the way this industry works by using technology that puts people first.” Every public-facing effort whether it’s a press release, an interview, or a social media post would support this message. Keeping things consistent makes it easier for people to understand and remember what the brand stands for.

2. Create Quality Press Materials

Press releases are still a key part of public relations, even if your team writes them in-house. Stick to a clear format: start with a strong headline, then open with a paragraph that covers the basics — who, what, when, where, and why. Add a brief quote from an executive, include contact information, and finish with a short “About Us” section. Use a clean, journalistic tone without buzzwords or filler. It also helps to keep a media kit on your website with high-quality logos, product photos, bios, and fact sheets so reporters can easily find everything they need.

✅Distribution Tip. When you have big news to share — such as a product launch, executive hire, or partnership — send a one-page release to the media outlets that matter most. Adjust the angle depending on the reader: focus on product details for tech blogs or highlight local benefits for community papers. Be specific. Numbers like “100,000 users in three months” give journalists something solid to work with.

✅Insider Insight. Keep in mind, journalists see dozens of press releases every day. They’re more likely to pick the ones that offer real value or fresh insights. If a release just talks about how great you are, it’ll probably be ignored. Share meaningful data and observations to increase your chances of coverage.

Example: a fintech startup published a study called “SmallBiz Finance Study 2025” with the headline “FinTech X: 70% of Small Businesses Trust Digital Payments.” It included key statistics, a CEO quote, and a link to the full report. Both TechDaily and a regional business magazine featured it, which helped the report reach twice as many readers.

Related Content: How to Craft Compelling Press Releases for Crypto Projects

3. Build Relationships with Journalists

Getting mentioned in the media isn’t just about firing off a press release. It’s about building real relationships. Reporters and editors are much more likely to write about your company if they’ve heard of you and see you as someone who’s helpful and trustworthy.

Start by figuring out which journalists or bloggers cover topics in your industry. Make a list of names that seem like a good fit. Read what they publish so you can get a feel for what they consider a good story and how they usually tell it.

A smart move is to reply to media requests when they come up. Tools like HARO (Help a Reporter Out) connect writers with experts. Sign up and keep an eye out for questions in your area of expertise. If one pops up that you can answer, respond quickly and clearly. Even if nothing comes of it right away, you’re showing journalists that you’re easy to work with and know your stuff.

One thing to keep in mind: speed matters. Reporters are usually on a tight deadline, so they really value people who can send useful answers fast. That’s how you earn their trust. Plus, again, 78% of journalists are actively looking for stories from PR pros, so they want to hear from you as long as you have something newsworthy.

Example: you’re running a cybersecurity company. One day, a tech reporter posts on Twitter, asking if anyone has insights into recent data breach trends. You (or someone from your team) reply with a short, useful comment and offer to talk more if needed. Then you send a follow-up email with a few stats your team has gathered on the subject.

That small gesture might earn you a quote in their next article. And if you keep being helpful, there’s a good chance the journalist will come back to you in the future when they need expert input. That means more visibility for your brand, without you even having to pitch a story.

4. Establish an Online Presence

These days, your digital presence works like a front window to your brand. When someone hears about a company, they often head straight to Google or check its social media pages. That’s why a solid online presence is such an important part of any public relations plan.

This includes:

• Start with the basics. Keep your social profiles updated, especially on the platforms your audience actually uses. If you’re in the B2B space, that might mean focusing on LinkedIn or Twitter. If you’re speaking to everyday consumers, Instagram, YouTube, or TikTok might be the better bet. Make sure your pages reflect who you are both in style and information.
• Then there’s your website. It helps to have a blog or news section that’s active. Share updates, write short articles, or explain what your team’s working on. This gives people, journalists included something to learn from when they want to understand your company’s voice or values.

It’s simple: if you’re not visible online, you risk fading from view. Most companies today agree that without a real presence on social media, it’s easy to fall behind. Staying active helps people remember you and gives them a reason to trust you.

Example: A boutique coffee chain has a modest marketing budget but wants to increase its national profile. They start a blog sharing brewing tips and coffee origin stories, establishing themselves as experts. They also engage heavily on Instagram and TikTok, posting latte art and customer testimonials. Over time, a popular food blogger notices their online buzz and writes an article about them. That article then gets shared widely, all stemming from the strong online presence that caught the blogger’s attention.

5. Organize Press Conferences and Events

There are moments when a big announcement deserves more than just a press release. That’s when hosting an event can make all the difference. A press conference or media meetup helps bring your message to life. It gives people a chance to connect with your team, ask questions, and feel part of something real. These kinds of events work best for mid-sized or larger companies that have the time, team, and budget to plan and promote them properly.

Use a press conference or event when you:

1. Have a major product launch or company announcement.
2. Need to address something significant (like a crisis or a major change) directly to the press.
3. Want to demonstrate something in person (a product demo, a facility tour, etc.).

When organizing a press event:

• Invite the right people. Start with your key media contacts, then add industry experts, analysts, or even local officials if it makes sense. Send invitations early and create a sense of excitement by hinting that something important will be announced.
• Get your speakers ready. Whether it’s the CEO, a founder, or your PR lead, they should feel confident sharing the main message. It helps to rehearse possible questions from journalists and prepare clear answers ahead of time.
• Make it easy for the press. Have press kits on hand that include the essentials: your press release, background facts, and high-quality images. You can offer them on a USB stick or as a download link. Set up the space with strong visuals like banners, product demos, or displays so the media can easily capture great photos and video.
• Get the crowd involved. Don’t just talk at your audience. Leave time for questions, offer one-on-one interviews after the main event, or give people the chance to try your product if possible.

Press events can create a sense of occasion that amplifies your message. Journalists often prefer events for big news because they can get quotes, photos, and a deeper understanding all at once.

Example: Think about Apple’s famous product launch events – they could just send a press release, but instead they hold a live event that media and fans obsess over. While your company might not be Apple, the principle scales down: when a regional hospital opened a new wing, they held a press conference on-site, giving tours to local reporters. 

This resulted in multiple TV and newspaper pieces that gave the community a full picture of the new facility. The event format turned a simple announcement into a multi-faceted story (with visuals and interviews) for the press.

Related Content: Top Digital Marketing Conferences You Can’t Miss

6. Leverage Influencers

Influencer marketing isn’t just for selling products; it can be a powerful PR tactic for spreading your brand message to a wider, yet targeted, audience. Influencers are individuals who have a dedicated following in a particular niche – when they talk about your brand, those followers listen.

To use influencers in PR:

• Identify influencers who align with your brand values and whose audience matches your target demographic. They could be social media personalities, bloggers, YouTubers, podcasters, or even respected experts in your industry.
• Engage with them authentically. Start by following them and understanding the content they create. When you reach out, personalize your communication – mention what you like about their work and why you think your story would interest their audience.
• Offer something valuable to them and their followers. This might be early access to a product, an exclusive story, or a chance to co-create content. The key is to create a win-win: the influencer gets content that engages their audience (or some benefit like free product), and you get your brand in front of a group of potential customers in a credible way.

Influencer partnerships vary in format. Sometimes it’s as simple as sending a free product in hopes of getting a mention. Other times, it involves a formal paid collaboration or a long-term ambassador deal. Even a small shoutout from a micro-influencer — someone with around 5,000 loyal followers — can often have a stronger PR effect than a traditional ad. That’s because it feels more like a genuine recommendation than a promotion.

Example: imagine a small cosmetics brand teaming up with a YouTube makeup artist who has around 50,000 followers. They send her a new product line before the official launch. She tries everything, finds one item she really likes, and features it in a tutorial, explaining what makes it great.

That single video leads to a noticeable boost in sales. Beauty magazines that follow influencer trends notice the buzz and include the product in their “new and noteworthy” lists.

In a different example, a watch company grew its brand by giving away free watches to hundreds of micro-influencers on Instagram. All those posts combined created a wave of visibility that no press release could match on its own.

Related Content: 25 Types of Social Media Influencers You Need to Know

7. Provide Expert Opinions and Share Research

One powerful way to boost your brand through PR is by positioning your company’s leaders as trusted voices in the industry. When they share useful insights or original data, it not only attracts media attention but also strengthens your reputation.

Ways to do this:

• Publish research or whitepapers: If you’ve gathered unique data — maybe from a customer survey or platform stats — turn it into a clear, valuable report. Journalists often look for data to back up their stories. For example, a marketing agency might release a yearly report on social media trends. If the findings are interesting, reporters may reference the report and quote your experts.
• Contribute op-eds or guest articles: You can publish articles in trade magazines or on major blogs. These pieces shouldn’t read like ads. Focus on sharing real insights or helpful commentary. For instance, a CEO of a clean energy company might write about how solar power could change city infrastructure. It shows expertise — and puts your brand in the spotlight in a credible way.
• Speak at conferences or webinars: Participating in webinars or conferences builds your profile too. Speaking on panels or giving talks not only puts you in front of the right people, but also gives you media coverage and material to share — like announcing where and when your team is presenting.

Example: HubSpot, a marketing software company, became known in part by regularly sharing free industry reports and how-to guides on marketing. Media publications frequently quote statistics from HubSpot’s research, and company spokespeople often get invited to comment on marketing trends in articles. 

This didn’t happen overnight, but by continuously sharing high-quality insights, they’ve embedded themselves into the conversation. You can do the same on a scale that fits your business – even a local survey or a well-argued opinion piece in your trade magazine can put your name on the map.

8. Build Long-Term Relationships with Clients and Partners

The people already connected to your business — your clients, customers, and partners — can become some of your strongest PR allies. Building solid relationships with them often leads to positive word of mouth and great case studies, both of which are valuable for public relations.

Consider these approaches:

• Customer success stories: Team up with satisfied clients to create testimonials or detailed case studies. These real-world stories can attract media attention, especially in the B2B space. For example, if your SaaS platform helped a client double their sales, you could write a joint story about it. Even if the press doesn’t pick it up, it’s still a strong piece to post on your website and share on your channels.
• Joint events or press releases: If you have business partners — like companies you integrate with or resellers — think about announcing the partnership together or hosting a webinar. Joint efforts help you reach each other’s audiences, and a strong collaboration might also catch a journalist’s eye.
• Engage your community: For brands that deal directly with consumers, an engaged customer base can be a major advantage. Talk to them regularly through social media, user groups, or online forums. Small gestures, like sharing their posts or sending them a thank-you gift, can turn happy customers into brand advocates who promote you without being asked.

Why focus on existing relationships for PR? Because 92% of customers say a positive experience makes them more likely to make repeat purchases. In other words, treat people well and they’ll come back – and possibly bring friends. Moreover, a happy client talking about you is far more convincing than you talking about you.

Example: A software company noticed one long-term client was particularly thrilled with their service. The PR team worked with that client to develop a case study, showcasing how the client used the software to save $100k in costs. They then pitched this story to an industry blog, which ran a feature on “How Company X saved $100k with YZ Software.” 

This third-party endorsement not only pleased the client (who got exposure too), but also served as powerful PR for the software company. It all started by nurturing that client relationship and recognizing a good story to tell.

9. Create Authoritative Video Content

Video is one of the most powerful ways to connect with your audience today. It’s not just eye-catching — it also tends to get shared more than other types of content. That makes it a useful tool for PR, especially on platforms like YouTube, LinkedIn, or Instagram.

There are many ways to use video in PR:

• Educational or How-To Videos: Help your audience learn something useful. A fitness brand, for instance, could post short videos with workout tips. A cybersecurity company might share quick explainers on how to avoid common security issues. This kind of content builds trust and shows you know your stuff.
• Behind-the-scenes and culture videos: Let people see the human side of your brand. You could show how your product is made or give a glimpse of a typical day at the office. These videos make your brand feel more real and relatable — and they can sometimes catch the attention of journalists covering business culture or personal stories.
• Interview or Q&A videos: Talk with industry experts or have your company’s leaders answer common questions. You can go live on social platforms or share a polished, edited version. Either way, it’s a chance to show thought leadership and start conversations.

Example: Blendtec, a blender company, became world-famous with its “Will It Blend?” video series where the founder blended unusual items (like smartphones and golf balls) to demonstrate the power of their blenders. Those videos went viral, got massive media coverage, and significantly boosted sales and brand recognition.

While you might not need to blend iPhones to get attention, the principle stands: creative video content can massively amplify your PR efforts. On a smaller scale, a local tourism board might create beautiful short videos highlighting attractions in their area, which then get picked up by travel bloggers and even news sites doing features on “Top 10 Summer Destinations.”

10. Engage with Bloggers and Online Media

Traditional media like newspapers and television aren’t your only options for public relations. There’s also a large network of bloggers, podcasters, and niche online publishers who can be just as influential. In fact, within certain industries or communities, their voices sometimes carry even more weight than national outlets.

Here are a few ways to work with them effectively:

• Guest blogging. Reach out to respected blogs in your field and offer to write an article. Choose a topic that fits their readers and provides actual value, not just a sales pitch. For example, a cybersecurity CEO could contribute a piece like “Five Ways to Prevent Data Breaches” for a tech blog. That kind of content shows expertise, and the company can still be mentioned in a natural way, such as in the byline or intro.
• Podcast appearances. Contact podcast hosts who cover topics related to your business. Let them know what kind of insights or stories you could share as a guest. Many hosts are looking for expert voices, and appearing on their show can help introduce your brand to new listeners. You can also repost the interview as part of your own PR content.
• Product reviews and mentions. If you sell a product, consider giving early access or samples to bloggers who write about your space. Many tech or lifestyle blogs rely on fresh products to review. A thoughtful, honest review builds trust with readers and can drive interest. If the review includes criticism, replying politely in the comments shows you’re listening and engaged.

When working with independent creators, always respect their freedom to share opinions. You can offer helpful information or context, but avoid trying to steer the narrative. Instead, aim to build a good relationship and offer value that makes it worth their time to feature you.

Example: The team behind a new productivity app identified a popular blog that writes about remote work and organization tips. They reached out and offered the blogger an exclusive trial of the app. The blogger loved it and wrote a detailed review, noting both pros and a couple of cons. 

The app makers thanked the blogger publicly for the honest review and even fixed one of the issues mentioned. This interaction painted the company in a good light. The review itself sent a lot of qualified traffic to the app’s website and even got referenced by a larger site that was compiling “best productivity tools,” thereby extending the PR impact.

11. Monitor and Respond to Feedback

PR isn’t just about broadcasting your message – it’s also about listening and engaging. In the digital era, conversations about your brand could be happening anywhere: social media, forums, review sites, news comment sections, etc. By monitoring these conversations and responding when appropriate, you can manage your reputation and show that you care about your audience’s opinions.

How to do it:

• Use social listening tools like Mention, Hootsuite, or Google Alerts to keep tabs on mentions of your brand, key personnel, or even your product keywords. These tools scan social networks, blogs, news, etc., for your keywords and alert you.
• Act quickly when something comes up. If you find a positive mention, you can amplify it by sharing or simply thanking the person. If you find a negative comment or a complaint, address it promptly. Even a simple acknowledgment like “We hear you and we’re looking into this issue” can prevent a spark from becoming a wildfire.
• Stay professional and courteous in responses, even if the comment is not. Remember, your response isn’t just for the person who complained – it’s for everyone else who sees how you handle it. Take it as an opportunity to demonstrate your company’s values (e.g., patience, customer-first attitude, etc.).
• When discussions are sensitive or complex, it’s often best to move the conversation to a private channel after an initial public response. For example, reply publicly: “Sorry to hear about your issue – we’ve sent you a DM to resolve this.” That shows the public you’re on it, but you handle the nitty-gritty offline to avoid further spectacle.

Being responsive can significantly enhance public perception. A swift, effective response can turn angry customers into loyal ones. It’s said that in customer service, a good recovery can lead to a better relationship than if the issue never happened – because the customer has now seen how much you care.

Example: A restaurant chain noticed a tweet from a customer complaining about a bad experience at one location. The PR/social team quickly replied within the hour, apologizing and asking for more details via direct message. They offered a sincere apology along with a gift card for a free meal. The customer, initially angry, tweeted later about how impressed they were by the quick response and resolution. 

That second tweet (happy customer) got even more attention than the first (complaint), essentially turning a negative PR incident into a positive one. The public takeaway: this brand listens and makes things right.

12. Use Events and Stunts to Capture Attention

Beyond press conferences (which are more formal), think creatively about events or stunts that can grab eyeballs and generate buzz. Done well, these can earn you tons of media coverage and social media shares, because they’re interesting and share-worthy.

This could be:

• Hosting a community event or charity drive: Linking your brand with a good cause through an event (like a charity run, fundraiser, or community service day) not only does good in the community but can also attract positive media coverage. Local news loves covering feel-good stories, and your brand gets mentioned as a key player in that story.
• Guerrilla marketing stunts: These are unconventional, surprise actions – like flash mobs, big public art displays, or record-breaking attempts – designed to create word-of-mouth. They carry some risk (stunts can flop or even offend if done wrong), so they need to align with your brand and be in good taste. But a successful stunt can massively amplify your brand awareness.
• Webinars or live online events: Not every event has to be physical. Hosting a free industry webinar with high-profile guests, or a live Q&A session with your CEO on LinkedIn Live, can draw a crowd and get industry press to take note, especially if you’re sharing insights or making a mini “announcement” during it.

One reason events are powerful: they create real-life connections. Even if your event is virtual, gathering people together for a shared experience gives a personal touch to your PR that pure digital outreach often lacks.

Example: Red Bull is famous for its event-based PR stunts – like sponsoring extreme sports events (e.g., the Red Bull Stratos space jump, where a skydiver broke the sound barrier jumping from the edge of space). That event was broadcast worldwide, generating immeasurable PR value for Red Bull as an adventurous, bold brand. 

On a much smaller scale, a local bakery might attempt to bake the world’s largest cupcake as a stunt for its anniversary, inviting the community and local press to witness it. The key is to do something a bit extraordinary or newsworthy that naturally ties back to your brand’s personality or values.

13. Measure and Showcase Your Results

Last but not least, an effective PR strategy includes measuring your outcomes. Tracking PR metrics helps you understand what’s working and justifies the investment in PR to stakeholders (like your boss or your team). It also allows you to refine your strategy over time.

Important PR metrics to monitor include:

• Media Coverage: Count how many media mentions or press hits you got, and note their quality. Was it a tiny blurb or a full feature? Was it in a top-tier publication or a small blog? Both quantity and quality matter.
• Website Traffic and Referrals: Watch your website analytics during PR campaigns. Do you see a spike in traffic when a story goes live? Are visitors coming from those articles (referral traffic)? This shows tangible interest generated.
• Social Media Mentions/Engagement: Monitor if there’s an increase in people talking about your brand or sharing your content on social platforms after a PR push. Look at engagement metrics (likes, shares, comments) on your own posts too.
• Sentiment: It’s not just about how much people are talking, but how they’re talking. Are the mentions and coverage mostly positive, neutral, or negative? Sentiment analysis tools can help gauge this. (And more companies are using such tools – 54% of companies were already using tech to analyze customer sentiment in 2020, and over 80% are expected to use it by 2023.)

Source

• Lead Generation or Sales Inquiries: This is more tied to business results, but for certain PR efforts (like a product launch), track if there was an uptick in sign-ups, inquiries, or sales during the campaign period.
• Share of Voice: If you want to get fancy, measure your “share of voice” in media compared to competitors – essentially, what percentage of the conversation in your industry news is about you versus others.

Once you have data, report on it internally. Show the team or execs that, for example, your recent PR campaign resulted in 10 media mentions, which led to 5,000 website visits and a noticeable bump in positive social media chatter. This not only proves PR’s value but also teaches you which tactics delivered the best ROI.

Also, don’t shy away from adjusting your strategy based on the numbers. If press releases in trade media gave better results than that pricey event sponsorship, you know where to focus next time (and vice versa).

Example: After a year of various PR activities, a startup’s PR manager compiles a simple report: “This year, we earned 50 media mentions (up from 20 last year). Our average sentiment score is 85% positive. Media coverage helped drive an estimated 30,000 visitors to our website, resulting in 500 new customer inquiries. 

Our brand’s share of voice in our key market is now 15%, up from 5% a year ago.” With this info, the company decides to double down on PR for next year, and they allocate more budget to the tactics that worked best. It’s a cycle of continuous improvement.

Conclusion: Strategy Sets the Course, Tactics Deliver Results

A strong PR plan helps you take control of how your brand is seen, instead of letting others define it for you. When you clearly decide how you want to be perceived and support that vision with focused actions like press releases, events, and social media posts, you actively shape public opinion.

This kind of approach isn’t limited to big companies. Small businesses can also earn trust, grow awareness, and build a positive reputation with thoughtful PR.

The strategy gives you direction, and the tactics help you move forward. If you follow through consistently, you’ll increase visibility, stay prepared during tough times, and highlight your successes. And if things start to feel overwhelming, bringing in a PR expert can help sharpen your plan and make sure your efforts stay effective. Keep at it, and you’ll see your reputation steadily grow.